We all have to do it at some point… yep, it’s the cold email. Whether you’re going to a new trade show, or you’re looking for investment, you have to send that initial email. I’m not exactly an expert when it comes to cold emailing, so I thought I would ask the internet, and dug up a really interesting template from Thomas Korte – an angel based in San Fran:
- Who are you and where are you located?
Hi Thomas,
I am a engineering student at MIT, I will graduate in 2010 and …. - How do you know me or who introduced you?
… I saw your presentation about “social search developments at Google” when you visited MIT in 2007…. - Why are you writing to me? What is your idea/ product/ vision/ company?
This is your elevator pitch – do yourself a favor and spend $9 on the Pitching Hacks book.
… Inspired by your presentation, I started to work on a product that aggregates a user social graph (FB, LN, Friendfeed), analyzes the content of posts to determine the users subject knowledge and uses that information to rank users for specific subjects. So, imagine you need to plan a wedding: You just login to FB and find your friend most likely to be helpful with weddings. Your friend might not even be aware that he/she is the most knowledgeable person you know about the subject matter in your social graph …. - Give me additional info (attachment)
Or even better, send me a login to your alpha site
… Attached is a presentation/ document/ thesis/ article that explains the idea/ product in more detail… - How can I help you and why do you think I can help you?
… I am currently looking for $50k to work full time on the alpha product launch. You would be a great person to get on board, both as an investor and advisor given your background in social search at Google and the patent you published in 2004 … - What is the next step?
… If you are interested, I am in SF on …. and would like to show you an early version of the product. - (Extra Credit) Get me excited!
… During the visit I am also meeting with xxx (smart angel investor) and yyy (smart product person at great company e.g. google)
Another good resource was this webpage from Sales HQ – comparing the difference between a good and a bad cold email.
If you have any interesting tips, please do share (I’m expecting Jessica to jump in on this one once she recovers from CES!)
StartupCafe 
Oh nice, I like this guide and also the Sales HQ opening line “Not sure if you can help me, but thought you could possibly point me in the right direction.”
I’m just surprised neither one mentions email subject lines! Does anyone else spend ages trying to title cold emails in a way that’s interesting/friendly?
I don’t know what the right answer is, but don’t hide a superb email behind a boring/cold subject line… I’ll often include the person’s name (so they open it), write a Q summarising my request so they remember what the email is asking, and make a pun/joke if I’m feeling clever (not sure if that’s for their benefit or my own)… :).
Am I obsessing? “FAO Jessica Williamson” just makes me feel tired when I get it. What do you do for cold email subjects?
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